The American Athletic Conference has announced a major rebrand that includes a new mascot.
On Monday, the American Athletic Conference announced that its name has been formally changed to the “American Conference,” which means the AAC acronym no longer applies. The league will now be referred to as the American Conference or simply the “American.”
A new website for the conference is set to go live later this week, but the league has confirmed a total rebrand. There is a new logo and what is believed to be the first ever mascot for a collegiate conference — a patriotic bird named “Soar.”
Name change: American Conference is new name of American Athletic Conference. No more AAC. Just the American. And here’s “Soar,” the American’s “brand ambassador” mascot pic.twitter.com/HM8S5IX5qD
— Brett McMurphy (@Brett_McMurphy) July 21, 2025
The conference will use “Built to Rise” as its new slogan.
“Over the past year, we stepped back, listened and involved our community. That’s how real, lasting identity is built. We’re not slick, we’re strong,” American commissioner Tom Pernetti said in a statement, via ESPN’s Heather Dinich. “This brand defines who we are, service and mission — driven institutions of higher learning with highly competitive athletics and deeply committed leaders.”
The American, which currently has 14 football members and 15 members in total, has been the most successful non-power conference in college football in recent years. The conference was one of only five in the nation to have three teams finish with at least 10 wins last season.
